For school administrators and marketers, audiences can be broken up into two chunks.
It’s easiest to think of them as qualified families that are actively looking for a school and qualified families passively looking for a school.
Facebook is great at getting you in front of the passive group inexpensively but in this post we’re going to talk about being where the active searchers are. Google.
You can do PPC (which is where your school bids on keywords then pays each time someone clicks your ad and goes to your website), which I recommend, and you can also get your school’s website to rank organically (FREE).
Here are 7 easy ways to do the latter:
- Create helpful content that prospective parents will want to read and share (if you need help writing blog posts, click here)
- Figure out what keywords prospective parents are using to find schools like yours and use them in your website copy and blog posts
- Figure out what keywords prospective parents are already using to find YOUR school and create more helpful content around those keywords (you can find these keywords in your Google Analytics dashboard)
- Optimize your school’s web page titles and meta descriptions (more information here)
- Get your webmaster / developer to update your web page URLS so instead of looking like yourschool.com/?id=123 it looks like yourschool.com/about-our-christian-high-school/
- Extend new blog post reach by sharing on Facebook and “boosting it” to people in your community that haven’t liked your Facebook page yet
- Register your school on Google Maps so it shows up on local searches (if you’re having lots of trouble ranking for local searches or you’ve got lots of competition, read this)